Gifford Chang grew up in Chinatown in the 1960s and '70s. Even then, 'A'ala Park had a bad name.

Today, five years after the city spent $2.3 million to rehabilitate the park, its reputation hasn't gotten much better. But Chang and other members of the Chinatown Merchants Association are on a mission to slowly woo residents to the park — and they're willing to spend their own money to do it.

"There's no one out there promoting 'A'ala Park," Chang said. " 'A'ala Park has been getting a bad rap for a long time. We're trying to let people know that 'A'ala Park is a safe place."

Tomorrow and Saturday, the association will host a "movie night" at the park, with a double feature both nights, entertainment, carnival rides, a marketplace and lots of food.

The association got $20,000 in seed money from the city and a $2,500 donation to put on the event.

Chang and his brother, Kelfred, are shelling out an additional $20,000 of their own money.

Gifford Chang said he expects to make up the money in future movie night events.

"We really want to turn it into Sunset on the Beach," Chang said.

But getting there, said Downtown Neighborhood Board Chairman Tom Smyth, won't be easy.

"I think it will go well the first time, but I don't think that will tell you definitively if it will be the 'people's park' again," Smyth said yesterday. "These things take a little while."

Smyth said many people keep out of the park because they have always kept out of the park, associating it with crime and shady deals. The challenge, he said, is to overcome the stigma.

The park was nearly deserted yesterday afternoon, but for about a dozen homeless people and a few skateboarders. There were no kids in the gated playground. The basketball courts were empty.

"You need to try something," Smyth said. "Whether the movie night will make all that big a difference, we don't know."

Reach Mary Vorsino at mvorsino@honoluluadvertiser.com.